By Raúl, President of the Riviera Maya Hotel Association

On the coasts of Mexico, tourism is part of the heart of daily life. It goes beyond being an economic activity; it is something that is felt in the streets, in the markets, on the docks and in the conversations of those who live there. When a cruise ship arrives at the port, more than a group of visitors arrives. Possibilities are coming.

My relationship with tourism is both professional and deeply personal. I have spent many years directly involved in the sector, first as an operator and then as a hotel owner, which has allowed me to get to know the challenges and, above all, the opportunities that tourism creates. That experience has taught me that the impact of tourism cannot be measured only in numbers, but in what it makes possible for families and communities.

When cruise ships arrive, good days begin for families who depend on movement in ports. Whether it’s those who prepare food early, those who offer tours or those who open their small businesses with the expectation of receiving someone new. Cruise tourism has established itself as a stable source of income and as a real support for thousands of Mexican households that find economic stability in this activity. For many families, that income translates into the essentials: paying rent without delay, filling the refrigerator, buying school supplies, covering medical expenses, or simply having a financial respite after difficult weeks.

In 2025, 10.1 million cruise shippers were registered, generating an economic spillover of 847.9 million dollars, both above pre-2019 levels. These numbers mean more opportunities and more stability for Mexican families who depend on this activity. Cruise tourism provides more than 12,000 jobs in various ports around the country, being a vital engine of growth for young people, women, artisans and guides. Not only do they find in this activity a way to share their roots, but they also receive income that is, on average, 60% higher than the minimum wage. At the end of the day, this translates into peace of mind for households and a better future for the next generations.

Throughout my career, I have had the opportunity to see this dynamic from different angles. I was twice President of the Association of Hotels and Tourist Services of Central and Southern Quintana Roo, representing the hotels of southern Quintana Roo, a region where joint work between the private sector, communities and authorities is key for tourism to move forward with order and a long-term vision. Later, from the public sphere, I served as Undersecretary of Tourism and later as Secretary of Tourism, which allowed me to participate in the planning of destinations and in the construction of policies that seek to make tourism an engine of sustained development.

That combination of experiences has led me to a clear conviction: when tourism is managed with clear rules, local integration and planning, it becomes a strategic ally for destinations. Not only does it boost the economy, it also strengthens local businesses, generates employment and allows communities to build life projects in their own territory.

Welcome Ashore Mexico promotes precisely that model, one that puts the natural integration between tourism and the community at the center. We deeply believe in what tourism can represent when it is done with responsibility, collaboration and a human perspective. That is the basis on which thousands of families in Mexico continue to build their history, with cruise tourism as an ally that accompanies their growth and opens new possibilities for generations to come